The answer is “its consequences”. It is true that a behavior is a function of its consequences. A person can change another individual’s behavior by using these so called “reinforcements”, these are also known as “punishments” and “extinctions”. Reinforcement theory says that rewards can be used to reinforce the behavior of a certain individual to keep his or her behavior the way it is, while punishments are used as reinforcements to keep away the behavior you don’t want others to hold. Another reinforcement is known as extinction, which is the act of doing anything to stop an individual from repeating and carrying out a learned or adapted behavior.